Folgers Coffee

Translating company goals into visual communications that engaged employees across multiple manufacturing facilities.

Results
The campaign was implemented across Folgers' New Orleans manufacturing facilities through both digital and printed applications.
Deliverables included:
Production goal campaign graphics for signage and shirts
Environmental signage
Digital communication assets
Internal promotional materials
Custom illustration system
Supporting artwork for the Right to Run initiative
The work was well received by plant leadership and the Folgers design team for its ability to blend the company's production environment, New Orleans heritage, and operational goals into a cohesive visual campaign.

Business Impact
The project transformed operational messaging into a communication tool employees could connect with.
Rather than presenting production goals as abstract numbers, the campaign gave those objectives context by celebrating the people, processes, and city behind the work. The visual system reinforced company culture, strengthened engagement with internal initiatives, and demonstrated how thoughtful design can support communication well beyond traditional marketing.

The Challenge
Folgers needed a visual campaign to communicate key production and operational goals throughout its New Orleans manufacturing facilities.
Rather than presenting performance objectives as traditional corporate signage, the goal was to create visuals that employees could immediately connect with, reinforcing company culture while celebrating the people, products, and city that define the Folgers brand.
The project also included developing supporting artwork around the company's "Right to Run" initiative, a program focused on maintaining the safety, quality, and operational standards required to keep production moving every day.

The Strategy
Rather than relying on generic corporate graphics, the campaign was designed around the identity of the people working inside the plant.
Every illustration connected directly to the environment employees experience every day.
New Orleans landmarks and culture.
Coffee production.
Industrial manufacturing.
Packaging.
Roasting.
Distribution.
The visual system brought those elements together through hand-illustrated iconography that filled the company's production goals, transforming operational metrics into something employees could recognize as their own.
To reinforce the company's local roots, the headline "Together We Thrive" was inspired by New Orleans' iconic tiled street-name markers, while coffee beans framed the composition as a nod to the product that connects every department throughout the facility.
For the Right to Run initiative, the typography incorporated industrial and mechanical references to reflect manufacturing itself. Supporting copy reinforced the purpose of the program:
Holding the standard. Every bean. Every can. Every cup. Every day.
Together, the messaging and visual language connected operational excellence with the people responsible for producing one of America's most recognized coffee brands.

Strategic Execution
The project included:
Campaign concept development
Strategic visual communications
Creative direction
Custom illustration
Typography design
Environmental graphics
Print-ready production artwork
Digital campaign assets
Internal communications support
Messaging development and copywriting